Mediating Role of Social Media in Medical Tourism Visit Decision: A Behavioural Perspective
A Behavioural Perspective
Abstract
Social media (SM) has become the main communication medium for both personal and professional communication on a global scale. Despite
its many benefits, it is challenging to persuade consumers to accept and use SM as a platform for exchanging health-related information. In contrast to other businesses where individuals utilise social media to freely share their real-life experiences, marketing medical tourism through interactive communication creates several hurdles owing to sensitive matters such as patient health and underlying risk. Healthcare
providers' advertising activities and medical tourists' choices to visit are becoming increasingly reliant on
social media platforms. Potential medical tourists should use this technology to benefit from SM and learn more about health care. The goal of this research was to see if SM impacts a person's decision to travel to a medical tourism destination. The researcher’s major focus was on social media platforms as a mediator element for medical tourists, as well as their effect on decision-making. To better understand how new technologies are adopted and utilised, the Unified Theory of Acceptance and Use of Technology (UTAUT) and Theory of Planned Behaviour (TPB) were used to research new technology adoption and user behaviour, respectively. These will serve as the study's fundamental hypotheses. The Statistical
Package for Social Sciences (SPSS) and Structural Equation Modelling (SEM) - Partial Least Squares (PLS) will be utilised for data analysis. This study's
participants will be medical tourists seeking treatment in Malaysian private hospitals.
References
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[33] Bao, T., & Chang, T. S. (2014). Why Amazon uses both the New York Times Best Seller List and customer reviews: An empirical study of multiplier effects on product sales from105 multiple earned media. Decision Support Systems, 18.https://doi.org/10.1016/j.dss.2014.07.004
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[50] Conchar, M., Zinkhan, G., & Olavariette, S. (2004). An Integrated Framework for the Conceptualization of Consumers' Perceived Risk Processing. Journal of Academy of Marketing Science, 32, 418–436.
[51] Dholakia, U. M. (2001). A Motivational Process Model of Product Involvement and Consumer Risk Perception. European Journal of Marketing, 35(11), 1340–1362
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[53] Moghavvemi, S. (2014), Ormond, M., Musa, G., Isa, C.R. M., Thirumoorthi, T., Mustapha, M. Z. B., Kanapathy, K. A. P. & Chandy, J. J. C. (2017) Connecting with prospective medical tourists online: across-sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and Thailand. Tourism Management, 58, 154-163
[54] Park, H.J. & Kim, S-H. (2011). Effects of social influence on consumers’ voluntary adoption of innovations adopted by others. Journal of Business Research, 64(11), 1190-1194.
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[56] Ching-Yuh, L. & Long-Yi, L. (2010). The Influence of Corporate Image, Relationship Marketing, and Trust on Purchase Intention: The Moderating Effects of Word of- Mouth. Tourism Review, 65(3), 16e34.
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[2] Boyd JB, McGrath MH, Maa J. Emerging trends in the outsourcing of medical and surgical care. Arch Surg. 2011;146:107–112.
[3] Shin, J., Lee, Y. J., Shin, J. S., Lee, J., Kim, H., Kim, M. R., &Ha, I. H. (2018). Utilization status and satisfaction with medical services in nonresidential foreign medical tourists visiting a Korean medicine hospital. Evidence- Based Complementary and Alternative Medicine, 2018.
[4] Sarwar A. Medical tourism in Malaysia: prospect and challenges. Iran J Public Health. 2013;42:795–805.
[5] Rahman, M.K., Zailani, S. and Musa, G. (2018), “Tourists’ satisfaction and loyalty intention at Shariah-compliant private hospitals in Malaysia”, International Journal of Tourism Sciences, Vol. 18No. 4, pp. 295-311
[6] Ormond, M., and D. Sulianti. 2017. “More than Medical Tourism: Lessons from Indonesia and Malaysia on South- South Intra-Regional Medical
[7] Whittaker, A., H. L. Chee, and H. H. Por. 2017. “Regional Circuits of International Medical Travel: Prescriptions of Trust, Cultural Affinity and History.” Asia Pacific Viewpoint 58 (2): 136–147. doi:10.1111/apv.2017.58.issue-2.
[8] Hanefeld, J., N. Lunt, R. Smith, and D. Horsfall. 2015. “Why Do Medical Tourists Travel to Where They Do? The Role of Networks in Determining Medical Travel.” Social Science & Medicine 124: 356–363. doi:10.1016/j. socscimed.2014.05.016.
[9] Bochaton, A. 2015. “Cross-Border Mobility and Social Networks: Laotians Seeking Medical Treatment along the Thai Border.” Social Science & Medicine 124: 364– 373. doi:10.1016/j.socscimed.2014.10.022.
[10] Connell, J. (2013) Contemporary medical tourism: Conceptualization, culture and commoditization, Tourism Management, 34(1), 1−13.
[11] Kim, Soojung; Arcodia, Charles; Kim, Insin (2019). Critical Success Factors of Medical Tourism: The Case of South Korea. International Journal of Environmental Research and Public Health, 16(24), 4964–. doi:10.3390/ijerph16244964
[12] Johnson, T.J., Youngquist, J.S., Garman, A.N., Hohmann, S. and Cieslak, P.R. (2015), “Factors influencing medical travel into the United States”, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 9 No. 2, pp. 118-135.
[13] K.B. Shiferaw, E.A. Mehari, Modeling predictors of acceptance and use of electronic medical record system in a resource-limited setting: using modified UTAUT model, Inform. Med. Unlocked (2019) 100182.
[14] Forbes. (2015). The most profitable industries in 2016. Retrieved from http://www.forbes.com/sites/liyanchen/2015/12/21/the- most-profitable-industries-in-2016/#72b7cfed7a8b
[15] Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412–431.
[16] Pan, T. J., & Chen, W. C. (2014). Chinese medical tourists– Their perceptions of Taiwan. Tourism Management, 44, 108–112.
[17] Pew Research Center (2021). https://www.pewresearch.org/internet/fact- sheet/internet-broadband/#who-uses-the-internet
[18] Alanzi, Turki; Al-Habib, Doaa Khalid (2020). The Use of Social Media by Healthcare Quality Personnel in Saudi Arabia. Journal of Environmental and Public Health, 2020(), 1–9. doi:10.1155/2020/1417478
[19] Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239.
[20] Valerie Mcpherson (2021), Capitalizing on Social Media: The Cost Of Seeking Health Practices Online; https://www.proquest.com/openview/ 557ae6467a47ca0eb4eb3adb569af307/1?pq- origsite=gscholar&cbl=18750&diss=y
[21] Campbell, B.C. and Craig, C.M. (2014), “Social media and health: current and future healthcare provider perspectives”, Journal of Contemporary Medical Education, Vol. 2 No. 2, pp. 128-133.
[22] Surani, Zoya; Hirani, Rahim; Elias, Anita; Quisenberry, Lauren; Varon, Joseph; Surani, Sara; Surani, Salim (2017). Social media usage among health care providers. BMC Research Notes, 10(1), 654–doi:10.1186/s13104-017-2993-y
[23] Laroche, Elena; L'Espérance, Sylvain; Mosconi, Elaine (2020). Use of social media platforms for promoting healthy employee lifestyles and occupational health and safety prevention: A systematic review. Safety Science, 131(), 104931–. doi:10.1016/j.ssci.2020.104931
[24] Chatterjee, Sheshadri; Kumar Kar, Arpan (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53(), 102103–. doi:10.1016/j.ijinfomgt.2020.102103
[25] Dijkmans, C., Kerkhof, P. and Beukeboom, C.J. (2015) ‘A stage to engage: social media use andcorporate reputation’, Tourism Management, April, Vol. 47, pp.58–67, http://doi.org/10.1016/ j. tourman.2014.09.005.
[26] Alizadeh & Isa, 2015; Leung, D., Law, R., van Hoof, H. and Buhalis, D., 2013 OECD, 2009, 2011; Kim, S., Lee, J. & Jung, J.,2013; Lunt, 2014).
[27] Chung, N. and Koo, C. (2015) ‘The use of social media in travel information search’, Telematics and Informatics, Vol. 32, No. 2, pp.215–229, http://doi.org/10.1016/j.tele.2014.08.005.
[28] Amaro, S., Duarte, P. and Henriques, C. (2016) ‘Travelers’ use of social media:a clustering approach’, Annals of Tourism Research, July, Vol. 59, pp.1–15, http://doi.org/ 10.1016/j.annals.2016.03.007.
[29] Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R. (2015) ‘The effects of social media on emotions, brand relationship quality, and word of mouth: an empirical study of music festival attendees’, Tourism Management, Vol. 47, pp.68–76, http://doi.org/10.1016/j.tourman.2014. 09.001.g
[30] García-Crespo, A., Chamizo, J., Rivera, I., Mencke, M., Colomo-Palacios, R., & Gómez- Berbís, J. M. (2010). SPETA: Social pervasive e-Tourism advisor. Telematics and Informatics, 26(3), 306-315.
[31] Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
[32] B. K. Wright, (2015). Brand communication via Facebook: An investigation of the relationship between the marketing mix, brand equity, and purchase intention in the fitness segment of the sport industry (Ph.D.). Indiana University, United States -- Indiana. Retrieved from http://search.proquest.com.proxy1.cl.msu.edu/docview/ 1751302191/abstract/F2A1E39CCB824B56PQ/1
[33] Bao, T., & Chang, T. S. (2014). Why Amazon uses both the New York Times Best Seller List and customer reviews: An empirical study of multiplier effects on product sales from105 multiple earned media. Decision Support Systems, 18.https://doi.org/10.1016/j.dss.2014.07.004
[34] Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179–211.
[35] Hsu & Lam, T., C. H. C. (2006). Predicting Behavioral Intention of Choosing a Travel Destination. Tourism Management, 27, 589–599.
[36] Banberg, S., Ajzen, I., & Schmidt, P. (2003). Choice of travel mode in the theory of planned behaviour: The roles of past behaviour, habit, and reasoned action. Basic and Applied Science Psychology, 25, 175–188.
[37] Pan, G. W. & Sparks, E. (2009). Chinese Outbound Tourists: Understanding their Attitudes, Constraints and Use of Information Sources. Tourism Management, 30, 483–494.
[38] Griva F, Anagnostopoulos F, Gourounti K, et al. (2013). Mammography screening within the context of the theory of planned behaviour: The role of personality traits and personal factors. International Journal of Psychological Studies, 5(3), 98–107.
[39] Abamecha F, Godesso A, Girma E (2013). Intention to voluntary HIV counselling and testing (VCT) among health professionals in Jimma zone, Ethiopia: The theory of planned behaviour (TPB) perspective. BMC Public Health,13, 140.
[40] Venkatesh, V., M. Morris, G. Davis and F. Davis (2003), “User acceptance of information technology: toward a unified view” MIS Quarterly, (27:3), 2003, pp.425-478.
[42] Taylor, S., and Todd, P.A. Understanding information technology usage: A test of competing models. Information Systems Research, 6, 4 (December 1995), 144–176.
[43] Chua, P. Y., Rezaei, S., & Gu, M.-L. (2018). Elucidating social networking apps decisions. Nankai Business Review International, 9(2), 118- 142.
[44] El Ouirdi, M., El Ouirdi, A., & Segers, J. (2016). Technology adoption in employee recruitment: The case of social media in Central and Eastern Europe. Computers in Human Behavior, 57, 240-249.
[45] Herrero, A., San Martín, H., & Collado, J. (2018). Market orientation and SNS adoption for marketing purposes in hospitality microenterprises. Journal of Hospitality and Tourism Management, 34, 30-40.
[46] Nawi. (2017). The acceptance and usage of social media as a platform among student entrepreneurs. Journal of Small Business and Enterprise Development, 24(2).
[47] Chiao, H.-M., Chen, Y.-L., & Huang, W.-H. (2018). Examining the usability of an online virtual tourguiding platform for cultural tourism education. Journal of Hospitality, Leisure, Sport & Tourism Education, 23, 29-38.
[48] Bagozzi, R. P., Davis, F. D., &Warshaw, P. R. (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), 659e686. http:// doi.org/10.1177/001872679204500702
[49] Bookman, M. Z. and Bookman, K.R. (2007). Medical Tourism in Developing Countries, Palgrave Macmillan, New York.
[50] Conchar, M., Zinkhan, G., & Olavariette, S. (2004). An Integrated Framework for the Conceptualization of Consumers' Perceived Risk Processing. Journal of Academy of Marketing Science, 32, 418–436.
[51] Dholakia, U. M. (2001). A Motivational Process Model of Product Involvement and Consumer Risk Perception. European Journal of Marketing, 35(11), 1340–1362
[52] Mansfeld Y. The role of security information in tourism crisis management: the missing link. In: Tourism, security & safety: from theory to practice. Oxford: Butterworth-Heinemann; 2006. p. 271–90.
[53] Moghavvemi, S. (2014), Ormond, M., Musa, G., Isa, C.R. M., Thirumoorthi, T., Mustapha, M. Z. B., Kanapathy, K. A. P. & Chandy, J. J. C. (2017) Connecting with prospective medical tourists online: across-sectional analysis of private hospital websites promoting medical tourism in India, Malaysia and Thailand. Tourism Management, 58, 154-163
[54] Park, H.J. & Kim, S-H. (2011). Effects of social influence on consumers’ voluntary adoption of innovations adopted by others. Journal of Business Research, 64(11), 1190-1194.
[55] Venkatesh, V. Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11, 4 (December 2000), 342–365.
[56] Ching-Yuh, L. & Long-Yi, L. (2010). The Influence of Corporate Image, Relationship Marketing, and Trust on Purchase Intention: The Moderating Effects of Word of- Mouth. Tourism Review, 65(3), 16e34.
[57] Shang,R., Chen, Y.& Li,M.(2014). The effects of perceived relevance of travel blogs' content on the behavior al intention to visit a tourist destination. Computers in Human Behavior, 30(1), 787–799.
[58] Trusov, M., Bucklin, R.E., Pauwels, K., 2009. Effects of word-of-mouth versus traditional marketing: findings from an Internet social networking site. Journal of Marketing 73 (5), 90–102.
[59] Isacsson, A., & Gretzel, U. (2011). Facebook as an edutainment medium to engage students in sustainability and tourism. Journal of Hospitality and Tourism Technology, 2(1), 81-90
[60] Tatsiopoulos, C., & Boutsinas, B. (2010). Automatic knowledge exchanging between tourists via mobile devices. Journal of Hospitality and Tourism Technology, 1(2), 163-173.
Published
2024-03-01
How to Cite
KAMALANATHAN, S.; SETHU, Sharmila.
Mediating Role of Social Media in Medical Tourism Visit Decision: A Behavioural Perspective.
International Journal of Business and Technology Management, [S.l.], v. 6, n. 1, p. 146-156, mar. 2024.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/24392>. Date accessed: 07 dec. 2024.
Section
English Section
